MANAGEMENT, MESSAGING, MEASUREMENT · 2017-06-26 · data following through the company. Fully leveraging their first party data wasn’t just going to impact bottom line results

CRM3 MANAGEMENT, MESSAGING, MEASUREMENT

MICHAEL BENNETT - SVP, GLOBAL MARKETING

DUANE HEPDITCH - SVP, PRODUCT MARKETING

MARCH 9, 2017

What’s the big CRM idea?

“CRM3 is the new standard in managing the fragile

relationship between hoteliers and guests. It’s the

next generation in management, messaging and

measurement of customer relationships.”

What is CRM3?

Let’s break it down…

CRM3 - MANAGEMENT

“Management is about connecting to,

consolidating, cleansing and creating

secure, actionable data. A true, single

version of truth.”

TRAVELER LIFECYCLE

Apps

PMS

Social

Partners

GSS

Call Center

POS

CRS

Loyalty

Activities

Web

Mobile

Apps

PMS

Social

Partners

GSS

Call Center

POS

CRS

Loyalty

Activities

Web

Mobile

Data Intelligence Warehouse

SINGLE

VERSION

OF TRUTH

CRM3 – MANAGEMENT IN ACTION:

AMRESORTS

Data Driven Digital Marketing | The Challenge

CRM

Mobile

SEM Video

Social

In early 2015 AMResorts knew that the success of

their digital marketing efforts was tied closely with

their ability to activate and learn from the wealth of

data following through the company.

Fully leveraging their first party data wasn’t just

going to impact bottom line results but also provide a

more personalized and engaging experience for

each guest.

AMResorts engaged us to lead this comprehensive

data-driven strategy based on our expertise in data

integration and activation for the travel industry.

The challenge wasn’t only consolidating enterprise

data sets, but gleaning insights to drive action while

measuring the impact to create a process of

continuous improvement and optimization.

Web

Display

Data Driven Digital Marketing | The Data

Data Append Analysis – AMResorts Top Guests Profile

DEMOGRAPHICS Age:

Middle Age 54% between 42 – 69

27% between 50 - 61

Gender:

Skews Male (based on purchase)

70% Male

30% Female

Martial Status:

Married

71% Married

HHI:

Affluent 73% above $100K

29% above $250K


Data Append Analysis – AMResorts Top Guest Profile

LIFESTYLE PREFERENCES + BEHAVIORS

Key High-Indexing Categories

Interest in Travel

Health and Wellness

Food and Wine

Sports

Music and

Entertainment

Luxury Pursuits

Outdoor Activities

Luxury Life

86%

80%

80%

72%

63%

63%

62%

62%

61%

59%

55%

52%

52%

48%

43%

43%

43%

42%

41%

29%

26%

26%

23%

23%

20%

20%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Interest in Travel

Business Travel

Personal Travel

Book Buyer

Healthy Living

Food & Wine

Interest in Cooking

Interest in Gourmet Cooking

Sports

Sporting Life

Interest in Music

Entertainment

Do-it-Yourselfer

Great Outdoors

Family

Female Merch Buyer

Children Interest

Luxury Life

High Tech Leader

Pets

Health + Beauty

Avid Readers

Diet Weight Loss

Vacation Travel

Owns A Dog

Golf Lover


January February March April May June July August September October November December

Breathless 79% 72% 78% 122% 105% 112% 107% 94% 118% 125% 97% 97%

Dreams 111% 96% 89% 107% 91% 103% 102% 83% 91% 105% 101% 121%

Now 116% 89% 77% 100% 107% 102% 93% 74% 78% 105% 118% 146%

Secrets 121% 108% 83% 111% 100% 95% 93% 83% 87% 111% 100% 109%

Sunscape 120% 112% 94% 106% 91% 98% 100% 74% 91% 118% 85% 117%

Zoetry 98% 86% 90% 93% 99% 101% 78% 92% 95% 121% 121% 117%

Grand Total 113% 99% 86% 109% 97% 99% 96% 83% 90% 111% 101% 114%


Breathless 114% 129% 121% 100% 92% 89% 82% 90% 84% 86% 84% 115%

Dreams 123% 115% 120% 105% 82% 88% 102% 86% 76% 74% 83% 134%

Now 129% 121% 114% 113% 92% 82% 95% 96% 74% 70% 81% 113%

Secrets 125% 130% 119% 101% 95% 89% 93% 90% 84% 83% 88% 109%

Sunscape 129% 117% 112% 111% 100% 98% 98% 93% 85% 81% 83% 111%

Zoetry 121% 129% 104% 116% 83% 102% 92% 90% 78% 81% 83% 120%

Grand Total 124% 123% 115% 104% 90% 92% 95% 91% 81% 80% 86% 119%


Breathless 105% 114% 112% 109% 92% 87% 99% 102% 91% 94% 106% 87%

Dreams 100% 105% 100% 107% 89% 99% 95% 101% 99% 94% 105% 105%

Now 108% 99% 99% 98% 83% 101% 97% 106% 96% 94% 109% 111%

Secrets 107% 103% 108% 105% 97% 96% 102% 100% 94% 94% 97% 100%

Sunscape 114% 104% 115% 106% 93% 91% 105% 93% 95% 94% 103% 91%

Zoetry 104% 108% 109% 99% 105% 96% 93% 90% 100% 107% 94% 98%

Grand Total 105% 105% 106% 105% 93% 96% 99% 98% 96% 95% 101% 99%

ALOS Indexes

Booking Window Indexes

ADR Indexes

Data Driven Digital Marketing | The Insight

Demographic Data

Age: 30+

Income: $150K+

Education: University +

Intent Data

Travel: In-market for a resort in

a destination with an AM Resort

Property

Intent Data

Flight: Purchased a

flight to an AMResorts

destination

Psychographic Data

Interest: Food + Wine

Interest: Health + Wellness

Interest: Gourmet Cooking

Interest: Travel

Lifestyle: Luxury Pursuits

Lifestyle: Outdoor Enthusiast

Lifestyle: Music Enthusiast

Lifestyle: Avid Reader

Data Driven Digital Marketing | The Insight

CRM

Mobile

SEM Video

Social

Web

Display

Data-Driven Digital Marketing | The Impact

GROWING ECOMMERCE REVENUE AT A HIGH RATE OF RETURN

THROUGH DATA DRIVEN DIGITAL MARKETING

2015 2014

Direct Revenue

2015 2014

Direct Bookings

+27% +34% Bookings

CTR

CPC

CPA

Q116 YOY Performance

+111%

+69%

-73%

-80%

* All results based on same property YOY performance

CRM3 - MESSAGING

“Messaging is about enabling the greatest

reach for your hotel. Whether it’s regarding

a trip confirmation, your hotel website or

multi-channel digital marketing efforts.”

INTENT

PMS

CALL CENTER

WEB

DATA

INTELLIGENCE

WAREHOUSE

MOST VALUABLE

GUESTS

MOST VALUABLE

PROSPECTS

TRIGGER THE RIGHT MESSAGE, AT THE RIGHT TIME, TO THE RIGHT

CUSTOMER, VIA THE RIGHT CHANNEL

AUTOMATED

TARGETED

PERSONALIZED

RELEVANT

LIFE-

STYLE

SOCIAL

EMAIL

MOBILE

SOCIAL

DISPLAY

MESSAGING AUTOMATION

CRM3 – MESSAGING IN ACTION: PACIFIC CREST HOTEL SANTA BARBARA

In a competitive region, the team

at Pacific Crest Santa Barbara

wanted to:

• Improve their visibility online

• Use technology to engage with

their guests via the channels

that work for them

• And improve their TripAdvisor

ranking

Pacific Crest

Santa Barbara

Enable reach for your hotels through every channel

• 3 days after check out send a

branded, personalized

automated email to guests

linking to an online survey

• Can be viewed on any

device/email client

• With an average click through

rate of 19% they see

exceptionally high engagement

rates from many guests

Automated emails


• Short and to the point, this

survey can be completed at

any time on any device

• One of the key questions

included in their survey is the

Net Promoter Score (NPS):

“How likely are you to

recommend Pacific Crest Hotel

Santa Barbara to a friend or

colleague?”

• Pacific Crest Santa Barbara

has an NPS score of 92

Online survey


Communicating with guests through their channels

• Post-survey guests can post a

review on TripAdvisor

• Review is posted there and

then, no login, no change of

website

• Guestfolio pre-populates the

review field with comments

from the online survey, making

the process quick and

seamless

TripAdvisor

In just 3 months Pacific Crest

Santa Barbara jumped from

#41 to #1 on TripAdvisor

CRM3 – MESSAGING IN ACTION:

THE WELLESLEY LONDON


The Wellesley uses email

communication to share their

WhatsApp details

• Allow guests to check-in via

WhatsApp

• Allow guests to make

bookings via WhatsApp

• Communicate via email

marketing campaigns or

automated emails

Messaging

£38,000 in revenue generated

from marketing campaigns

alone for Jan & Feb 2017

CRM3 – MESSAGING IN ACTION:

HEATHMAN LODGE


Using email automation:

• Engage with guests 60 days

and 4 months after check-out

• Offer incentives to book

again and book direct

• Target your most valued

guests based on no. of times

previously stayed

Automated

BringBacks

Heathman Lodge saw $128,000

in revenue generated from

BringBack emails alone in 2016

CRM3 - MEASUREMENT

“Measurement is more than ROI. It’s

allowing hoteliers to gain deep insights on

their guests while understanding key

metrics that help drive the decisions their

guests make resulting in more profitable

direct business.”

Measurement Confusion?!?!

CRM3 – MEASUREMENT IN ACTION:

HOTEL DEL CORONADO

The Challenge

• Going into their high-season booking window, Hotel Del made

the decision to completely eliminate all sales and promotions in

an effort to increase property ADR

• As the summer high-season progressed e-commerce bookings

slowed as past guests waited for the sales to begin

• Hotel Del needed a new, more affluent guest and they needed to

increase e-commerce booking volume

Guest Analysis

We analyzed the Hotel Del Internal

Database and identify three target audience

types based on actualized purchases and

historical purchase patterns

Stayed during the 2014 high season with a

higher ADR than their past high season stay

Stayed during the 2014 high season with an

ADR higher than $500 and had no previous stay

Stayed during the 2013 shoulder season with

an ADR higher than $500

531 guests

3,174 guests

21,693 guests

Guest Analysis & Appends

Aggregate of three targeted audiences

25,398 guests | 11,198 appended

Average Age: 51 64% of this audience falls between the ages of

42 to 61

Marital Status: Married 73.2% of this audience are married

Gender: Skews Male 61% of this audience is Male

Household Income: $150K+ 45.4% of this audience earns $150K+

13.5% of this audience earns $100K-$124K

High Indexing Interests/Lifestyle: Gourmet Cooking

Investor

Sports and Leisure

Fashion

Domestic Travel

Art

Through third-party data appends we

created a rich guest profile based on a wide

range of demographic and psychographic

attributes

Look-a-Like Audience Model | Hotel Del High ADR Guests

Demographics:

• Age: 38-61

• Income: $150K+

• Education: University+

Geographic:

• Lives in one of the property’s

major feeder markets

Behaviors + Interests: • In market for a trip to San Diego

• Domestic Travel

• Sports and Leisure

• Fashion

• Arts

• Collectibles – Antiques

• Hunting/Shooting

• Golf

• Real Estate Investments

• Philanthropic

• Food + Wine

Geo-focused Positioning

We focused the advertising efforts on the

top affluent zip codes in the top markets to

ensure an efficient and effective use of the

media placements.

Exact Match Targeting

Pinpoint guests who have been identified as high ADR

stayers within your internal database and reach those exact

consumer as they browse

High Season High ADR Stayer

HHI: $200K

Interested in: Fashion

Database Match: Exact Match

Target with Display Ad

Shoulder Season High ADR Stayer

HHI: $175K

Interested in: Art

Database Match: Exact Match


Targeted Ads 1st Party

Audiences + Data

Match online guest profiles to

segmented audiences within the

internal database

Reach the same guests who are in the

CRM database

Behavioral Look-a-Like Modeling

High ADR Stayer Look a Like

HHI: $200K

Interested in: Investing

Database Match: High ADR


High ADR Stayer Look a Like

HHI: $150K

Interested in: Gourmet Cooking

Database Match: High ADR


Targeted Ads

Look-a-like Audience

Model built based of 1st

Party Audiences + Data

Reach Look-a-like audience with

targeted ads

1st Party

Audiences + Data

Using 3rd party data to build an audience that represents the

guests identified as high ADR stayers.

CRM + CRM Remarketing

Highly

Targeted 1st

Party Emails

High

Season/

High

ADR/

Previous

Stay

High

Season/

High

ADR/ No

Previous

Stay

Shoulder

Season/

High

ADR

Response

Bookings

Conversion

Property

Website Remarketing

Highly

Targeted

Display

Audience

Profiles: 3rd

Party Data

1st Party Data

Consumer Data Data Profile

Matching + Look

Alike Modeling

Cendyn

Marketing Platform

CRM & CRM Remarketing

Creative Strategy

All creative was tailored with content customized based

on their historical stay data. The e-mail creative included

personalized messaging to the past guests.

The Results

25,736 104,222 IMPRESSIONS E-MAILS OPENED

340 94 BOOKINGS ROOM NIGHTS

194X ROAS

$454 ADR

Converting Affluent Guests at a High Rate of Return

5 Week Campaign

Key Take-aways…

• Management

• Connect, consolidate, cleanse and create a single source of

truth that you can action

• Messaging

• Enabling the greatest reach for your hotel comes in many

ways, shapes and forms

• Measurement

• It’s more than ROI. Deep insights allow you to know your best

guests better and find more that look like them

THANK YOU

MANAGEMENT, MESSAGING, MEASUREMENT · 2017-06-26 · data following through the company. Fully leveraging their first party data wasn’t just going to impact bottom line results

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